Last week I was late posting this because the dog ate my homework. Actually, it was stuck on my iPad, and I had to retype because I knew it was killer content. I posted at 11 a.m. ET on Wednesday; always murder when hawking on Twitter because most are back in the throes of work.
What I quickly realized, as the post earned few comments or retweets, is the subject matter—highly specialized for professionals in public relations. To highlight, I wrote about GoPro, the media darling upstart wearable video camera company loved by extreme sports enthusiasts. My content was oriented to media relations for PR professionals interested in the elements they need for national media relations.
To promote this niche content pertaining to my profession, I had to pimp (aka push, promote, market) my post, and here’s how I did it:
>>Twitter. I scheduled about four tweets throughout the day, and invited a few close peeps to review. While they read for me and re-tweeted, comments were few. (As Erica Allison reminded me, don’t ever gauge the strength of a post on its comments, especially one oriented to a specialized topic.)
>>Triberr. I am a member of three tribes, and I’m always grateful when my tribe members retweet my blog posts. My post was tweeted by about 10 peeps to their networks. I’ve come to rely on the tribes to extend my content for me, and it all works together in correlation. Triberr is not a one-off social media strategy…it’s part and parcel of the overall strategy.
>>Buffer. I signed up for Buffer for the first time (after seeing many using it). Buffer scheduled my tweet at the most opportune time of the day when most are active in the stream. Very cool app…try this out.
>>Facebook Profile. My tweets to share the post were also sent over to Facebook at the same time. HootSuite is a wonderful platform with which to push content on multiple channels simultaneously.
>>Facebook Fan Page. I admit, my firm’s Facebook page is not frequently attended. I registered my blog with Networked Blogs which automatically posts my articles on my Facebook company page; however, this blog post warranted more of a push to folks in my community. I garnered a few likes from a few doing this.
>>Facebook Fan Page of GoPro. What did I have to lose? With 1.5 million likes in its community on Facebook, I shared my blog post on the GoPro wall. I congratulated them on all their publicity (in Inc. magazine) and shared my post. The result was a handful of likes on my post from the GoPro community.
>>Google+. As we’re all being required to engage more frequently with Google+ to influence search, you bet I shared my post there. I timed it for the morning before noon ET and then again in the afternoon. One was broadcast to all circles, and the other was in my PR and social media circles.
>>LinkedIn. I’ve not been engaging on LinkedIn as efficiently as I should. I posted my article on my own profile, and then I looked at the groups I was part of. There were two public relations groups I knew would be interested in this content, so I posted. I also joined another group, Social Media Marketers, and shared there because the story of GoPro as a social brand is compelling to anyone playing in social media marketing.
>>Blog Comments. That day, as I didn’t need to manage my own community as much, I sought other blogs to read and place comments. Those blogs with a commenting system that showed my current blog post brought in new readers to my site. (This is one good reason why you comment on others’ blogs…to help other communities become acquainted with you and yours.)
Clicky. What an amazing analytics tool. I love this dashboard, and I’m fully aware Google Analytics has spiffed up its user friendliness. For someone as anti-analytics as I am, Clicky is a good starter dashboard to get me acclimated to reading stats.
In so doing, I saw that today, hits are up 214% on the GoPro blog post. When I went back seven days to see traffic, I noticed that every single tactic I made above garnered hits to the post. People were stopping in the day of the post, the day after and through the weekend. Clicky showed me how long people stayed, what blog post they arrived at, and whether they opened on a link.
As I said, I’m terrible peeking under the covers to see what the back end is doing on my blog. When I do, I’m always amazed at the extent of data available to help drive my content choices. While I’m never going to let analytics drive my writings, I realize now that having some knowledge at the core of this experience is never a bad thing.
What tales from the rear can you add to this mix? Heh.